Don’t Forget the Cheese! - NBAA - National Business ... Don’t Forget the Cheese! ©SM PRESENTED BY: Ron R. Jackson and John L. Enticknap Aviation Business Strategies Group Tuesday,

Don’t Forget the Cheese!©SM

PRESENTED BY:

Ron R. Jackson and John L. Enticknap

Aviation Business Strategies Group

Tuesday, Nov. 17 | 1:00 p.m.– 2:00 p.m. | Room N252/254 (#7)

© Aviation Business Strategies Group

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• John Enticknap, President, ABSG

• 40 + Years aviation fueling and FBO

management; Mercury, DynAir,

CSX Becket Aviation

• Served as President of Mercury Air Centers

• Grew company from 4 locations to

21 operations

• Opened largest FBO in

Middle East in Kuwait


• Ron Jackson, Co-Founder , ABSG

• President of The Jackson Group

– Author, Writer, Speaker

– Certified Journalist

• 30 + Years Aviation Marketing

– Management positions with Cessna, Fairchild Aircraft

& Bozell Advertising

– Developed marketing strategies for Mercury Air Centers

& manages marketing initiatives for FBO clients

© Aviation Business Strategies Group© Aviation Business Strategies Group

• Ron and John write an industry

blog called FBOConnection.com

• Facilitate NATA’s

FBO Success Seminar

• Authors of New Book

FBO Survival:

10 Tips to Keep Your Operation

Lean, Mean & Profitable

(Available on Amazon.com)


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Don’t Forget the Cheese! ©SM

Moving from a Customer Transaction

to a Client Transformation


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Based on the Forthcoming Book


The Ultimate Customer Service Experience

By Ron R. Jackson

With John L. Enticknap


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• Whether a flight crew, dispatcher or FBO operator, we all have

customers.

• Don’t Forget the Cheese! is a fun reminder to add something

extra to the customer service experience.

• With service consistency, customers show loyalty,

become a fan, and are willing to make a

make a recommendation.

• All you need is a little cheese.


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+ =


Cheese is……A Condiment



Cheese is……An Ingredient



Cheese is……A Topping



Cheese is……Adding Something Extra…The Final Touch!



adding Cheese is……Going the extra mile…giving encouragement!



adding Cheese is……Choosing your own attitude…being a

considerate listener!



adding Cheese is……Playing Team Ball…Holding up Your End!



adding Cheese is……Making someone’s day with a smile!

…say Cheeeeese…



adding Cheese is……ANYTHING you do to make ordinary customer service

EXTRAORDINARY!!!!!!


Just keep adding some

cheese!


Build Long-term

Profitable Customer Relationships

by

Turning a Transaction

Into a Transformation


Don’t Forget the Cheese! Program Goal:


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Defining a Customer Transaction?

Exchange something for something else.

You have what I need. I pay you.

We go our separate ways.

It’s usually a casual,

short-term relationship.


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Defining a Customer Transformation?

A profound connection is made between

the customer and company

Both parties become transformed and

a bond is formed

Based on trust and repeated behavior.

It’s symbiotic in nature.

Mutually beneficial to both parties.

Both long-term and rewarding.


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Creating a Transformation

A transaction becomes a transformation

when a profound connection is made with

your brand, usually through a frontline employee.

We call it:

“A Cheese Moment!”©


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Everyday there are numerous ‘Cheese Moments’

Many appear ordinary, others may cause disputes:

• Wrong Catering

• Misplaced Bag

• Bumpy Flight

• Lost Customer Profile

• Incorrect Service Request

• Late Pulling Aircraft

“A Cheese Moment” is our opportunity to shine!


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Living in “The Cheese Moment”

By adding some cheese to a transaction, the person who makes the

profound connection creates the customer bond and transforms the

relationship.

They may have solved a problem or a dispute

and are now viewed as a source for a solution.

• Thoughtful Flight Crew Member

• Responsive Dispatcher

• Creative CSR

• Savvy Line Service Tech

Adding cheese can be as simple as listening with empathy.

Most disgruntled customers don’t want something for free.

They simply want to make a point.


FACTOIDS

• Only 1 in 25 dissatisfied customers will actually tell you there is a problem.

•82-95% of your customers will return if complaints are handled in a timely and thoughtful way. They become loyal.

• Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.


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Living in the “Cheese Moment”

The 5 steps to solving a dispute:

• Listen with empathy

• Apologize

• Problem solve

• Solve it

• Follow up

“I can see why you feel this way Mr. Adams.

I’m sorry for the inconvenience. This is certainly not what you expected.

Let’s see how we can resolve this issue.”


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Creating the Don’t Forget the Cheese! Culture

Internal Culture Dictates Results

1. Lead by Example

- Sprinkle some cheese! Set the tone and demeanor.

2. Empower Employees (At time of transaction)

- Give some cheese. Enable employees to take fix

ownership of problems as they occur.

3. Treat Employees as Stakeholders

- Spread some cheese! Give employees a voice and listen.

4. Develop a “We” Team Attitude

- Add some ‘aged’ cheese. Challenge employees to act

interdependently.


Interdependent Teamwork

• Fly in a “V” Formation: Teamwork Means Less “Work”• Honk at each other, offering up encouragement

• When one gets sick and drops out, two follow to take care of the injured/sick bird


...you have to fly like a goose.What can we learn from a flight of Geese?

• They’re in it for the “WE”…There is no “i” in “team.”• Working together accomplishes more.• Work is actually easier and you have more fun.• Help each other. Be a brother/sister.• “Honk”! Give each other encouragement.

“That’s the best marshaling job I’ve ever seen!”

If you want to soar with the Eagles….


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Summary

Don’t Forget the Cheese!

• Set a goal of building long-term profitable customer relationships.

• Think customer transformation, not transaction.

• Recognize a ‘Cheese Moment’ and make a profound connection.

• Add some cheese by solving a problem/creating a solution.

• Lead by example.

• Empower employees.

• Treat employees as stakeholders.

• Develop a “We” team attitude


What’s Your Cheese?What do you have planned EXTRA for

your customer today?


Documents

Don’t Forget the Cheese! - NBAA - National Business ... Don’t Forget the Cheese! ©SM PRESENTED BY: Ron R. Jackson and John L. Enticknap Aviation Business Strategies Group Tuesday,